Amazon's Prime Day Will Be On July 12

Christmas comes in July for all online shoppers as Amazon has announced that Prime Day will be on July 12 this year. The shopping holiday for Amazon Prime customers is the second annual sale, and will launch at midnight Seattle time. Last year's success well-exceeded Amazon's expectations, and now the company is bringing it back once again for more online shopping bargains.

"On 2015, Prime Day customers ordered 34.4 million items worldwide, breaking its Black Friday records," according to USA today. The shopping event, only available to Prime members, was in celebration of the online retailer's 20th anniversary.

Amazon Prime vice president Greg Greeley feels that the sale is an eclectic, something-for-everyone type of sales event. "A certain deal that might seem weird to one customer might seem wonderful to another. That's part of the fun of Prime Day - discovering these unique items."

While many may feel that the event is a "something-for-everyone" sale, there are those who disagree. Some see the shopping event as a way for merchants to clear out unsold inventory and that most of the deals were seemingly random offerings.

According to Amazon, there will be new deals being offered every five minutes over the course of the 24 hour sale. Customers in the United States, the United Kingdom, Spain, Japan, Italy, Germany, France, Canada, Belgium, and Austria will be able to take part in Prime Day.

Prime Day is a huge way that Amazon wants to show its appreciation for the Prime members who are so crucial to the bottom line figures year in and year out. "They spend on average about $1,100 per year, compared to about $600 per year for non-members," according to Consumer Intelligence Research Partners.

Jeff Bezos, Amazon CEO wrote in the company's annual letter that he wants to make this the Prime experience indispensable. "We want Prime to be such a good value, you'd be irresponsible not to be a member."

What do you hope to buy during Amazon's Prime Day on July 12?